Training Solutions: Associations
International Training and Management Company - The Exhibit Specialists - www.siskindtraining.com

Exhibit Training Solutions for Governments

When it comes to training, there is no such thing as one size fits all. To be effective training must respond to your departments unique needs - your environment, budget and exhibit situation.

That's why we have developed a variety of training tools to suit your resources and training requirements...

Customized Workshops

All of our workshops are fast-paced, interactive, motivational and fun; they give your booth staff a unique opportunity to learn new skills and how to apply them. We customize each workshop to suit your show and industry and your boothers level of experience.

Your investment in your booth staff can last from one hour to one of our intensive one-day programs or start from scratch and create your own customized workshop.

For a list of our workshops with brief descriptions click Exhibiting Solutions for Companies. Choose one or combine workshops into a full day training program.

Trade Shows in a Time of Economic Uncertainty (3 hours)

Trade shows have always been a staple for many government departments and not-for-profit agencies and associations. These face-to-face communication opportunities help governments reach out to clients and citizens in a number of ways; when marketing a social program, educating Canadians about services or participating at an international trade fair. In its industry census, The Centre for Exhibition Industry Research reported that Government and not-for-profit ranked number one of all the sectors who use exhibits. Governments are no longer the poor cousin in the trade show arena. Instead they are leaders in the use of this face-to-face marketing tool. In the current economic climate, participating in a trade show is more of a challenge than ever. What it means for the government and not-for-profit exhibitor is an unparallel opportunity  to step back and look at the big picture and determine the relevance of the exhibit program. During this workshop, you will have the opportunity to learn from industry expert, Barry Siskind's unique perspective as well as from your colleagues through peer-to-peer small group discussions. You will come away with:
  • Answers to the eight key questions you need to focus on to ride out these difficult times
  • Strategies for reducing costs without jeopardizing the integrity of your show presence
  • Formulas for measuring and evaluating real results
  • Share and learn techniques from peers

Double Your Show Results (1 - 3 hours)

Many exhibitors fail to produce the results they had hoped for. Why? The three barriers to show success; time, fatigue and attitude. This workshop will help your booth staff deal quickly and effectively with large numbers of people on the show floor. They will learn how to:
  • Develop instant rapport
  • Integrate the secrets of working the booth
  • Master the skills of approach, qualify and disengage at the booth
  • Pick up tips that make your presence unique
  • Become a “stage four boother”

Become a "Stage Four" Boother (1 - 3 hours)

Working a booth is different from doing business anywhere else. No matter how proficient your booth staff may be in the field when it comes to working an exhibit, they need guidance in translating their existing skills into techniques that work at a show. Understanding the four stages of boothing will ensure that your booth staff can make the right adjustments so they are prepared to work most effectively in the unique environment of trade shows. Your booth staff will learn how to:
  • Develop rapport
  • Approach strangers
  • Gather information
  • Present information
  • Disengage
  • Handle brochures, draws, premiums and other exhibiting tools
  • Follow up and report

Exhibit Measurement and Evaluation (1 - 3 hours)

Exhibitors need methods of measuring the results of their exhibit program. Yet a recent study shows that 76% of these same exhibitors do not measure results. Many simply throw up their hands and say, “We don’t sell anything at a show,” or “We are only trying to create awareness,” or “We don’t know how to measure.” This last statement rings true. Here your booth staff will learn to :
  • Develop a step-by-step method for measuring and evaluating their exhibit results

Successful Exhibiting (4 hours)

This four-hour training program is specifically designed to develop exhibitor’s booth skills. It is our most comprehensive exhibitor-training program. It provides booth staff with an excellent opportunity to learn new skills and obtain reinforcement materials to use before each show they attend. The program provides booth personnel with the skills and techniques to help them develop a professional approach at trade shows. There is ample time to support each learning principle with group discussions and role-playing exercises. The program also has a train-the- trainer module (see below). Your staff will learn how to:
  • Set show objectives
  • Approach
  • Qualify
  • Take ACTION in six crucial areas
  • Disengage
  • Follow up
  • Practice good boothmanship
Successful exhibiting uses a number of learning methodologies to help participants get the full value from the workshop experience. These include:
  • Pre - workshop assignment
  • Small group work
  • Trainer-led questions and answer sessions
  • Video-based role modeling
  • Paper-based exercises
  • Role - play with feedback
  • Job aid "The Exhibit Planner"
Program materials include a Participant's Manual with a pre-workshop assignment and content summaries and exercises designed to help participants improve their booth skills. Participants also receive a personalized show planner, a 60-minute CD and a copy of Barry’s book Powerful Exhibit Marketing

Effective Booth Presentations (3 - 6 hours)

Making the right presentation in a booth involves dealing with the challenges of time and interruptions. A booth presentation should whet the visitor’s appetite and give your boothers a chance to set up an appointment to deliver the full story after the show ends. During this workshop booth staff will learn how to:
  • Say the most in the limited time available
  • Determine the visitors’ key issues
  • Develop a meaningful presentation
  • Integrate features and benefits
  • Uncover secrets of effective face-to-face presentations
  • Assimilate technology into the presentation
  • Leave the visitor wanting more

Making Contact, The Art of Building and Maintaining a Business Network (1 - 6 hours)

Business opportunities crop up in the strangest places. While new business results from direct contacts such as sales calls, presentations and cold calls, opportunities also exist at social gatherings, business lunches, seminars, trade shows, formal networking events, even the locker room of your health club. Networking is a difficult process for the experienced networker. Without guidance, novices can become overwhelmed. To do the job properly, you need a bag full of skills. Your staff will learn how to:
  • Understand the objective
  • Analyse the event
  • Develop positive ways of engaging in conversation
  • Make the right impression
  • Gather information
  • Disengage
  • Following up

Gathering Competitive Intelligence at Trade Shows (3 - 6 hours)

Trade shows are one of the best places to collect Competitive Intelligence (CI).
Uncovering key information about your competition, the business environment, your market’s perception of your company and your staff’s performance is crucial for your success. This information allows you to make well-informed decisions about your marketing initiatives. Most important, it assures you minimize surprises and open the door to many new opportunities. One of the best places to collect competitive intelligence is at trade shows.

During this strategic session your company’s key decision-makers will learn a step-by-step approach to creating a CI strategy designed to give you the information your company needs. We will examine your CI initiative from four key decision points:
  • Overall scope
  • CI strategy
  • Implementation
  • Reporting
  • Understanding your CI cycle

Working the Show from Both Sides of the Aisle (3 - 6 hours)

Opportunities can crop up in the strangest places. There are plenty of people to meet at your booth, but there are also countless opportunities to meet people throughout the show. A well-balanced approach to exhibiting takes working both sides of the aisle into your strategic planning. Your booth staff will learn how to:
  • Master the booth skills of approach, qualify and disengage
  • Learn the subtle skill distinctions between working the booth and working the rest of the show
  • Acquire the networking skills including:
    • Approach strangers
    • Make meaningful social conversation
    • Gather contact information
    • Disengage
  • Uncover surprising places to network at the show

Maximizing Your Trade Show return (1/2 day)

It takes more to succeed at a trade show than showing up. Never before has the need for a provable return on investment been greater

Each year Governmnet and not-for-profit exhibitors invest a considerable amount of their resources in exhibitions, conferences, trade shows and other live events. THey attend shows in Canada and abroad. ng advantage of every untapped opportunity at your booth and on the show floor? All too often the answer is no which directly affects the return you should expect on your show investment.

Don't miss this fast moving, no nonsense workshop to learn strategies that will improve your show presence.

In the booth

Learn how to motivate, invigorate and activate your exhibit program
  • Showcase your department
  • Establish measurable focused and realistic objectives
  • Refresh your branding with your booth presentation
  • Develop new relationships with potential clients
  • Work your booth at a level four proficiency
  • Build qualified leads for future business


For more information on how you can bring one of our workshops to your area or department, please contact Barbara Siskind.

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